The win represents the largest contract ever awarded to FWM in its 20-year history.
The agreement involves the provision of technology and agency services over a 12-month period, across four key international markets.
Shares in Mporium advanced 10.3% on the news, valuing the business at just shy of £30mln.
Broker says latest update is "positive"
The City broker N+1 Singer described the latest update as “positive”, building on the new agency and commercial deals announced in the past two weeks.
“We get a sense of a business that is seeing operational and commercial momentum, driven by the innovation IMPACT is providing to brands in improving their digital advertising campaigns,” said analyst Tintin Stormont in a note to clients.
“We remain excited about its opportunity in the coming year.”
In the first-quarter, FWM re-launched as a technology-led agency, incorporating Mporium's proprietary technology.
At the core of this is IMPACT, which is able to track in real-time the spikes in traffic caused by TV programmes - and then monetises them.
IMPACT a core FWM offering
Let’s take the example of something as mundane as the six o’clock news and an item on the Duchess of Cambridge, who might have been seen wearing a floral Jenny Packham dress and signature nude heels.
Research carried out by Mporium’s experts reveals this short package on the royals will in all likelihood have been followed by a spike in searches for floral dresses and nude heels.
Therein lies a huge opportunity - if you can guess the triggers for this sort of behaviour.
For it is then possible, in real-time, to acquire the keywords for a Google adwords campaign that would put your products – a floral dress, or nude heels - at the top of a search. Mporium’s impact service can do just that.
"This contract marks a very important milestone in the evolution of FWM, demonstrating that our strategy of re-launching FWM as a technology-led agency is paying significant dividends," said the company’s chief executive Nelius De Groot.
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